"Custom market research has always been notoriously slow and costly to conduct, often requiring many months and significant investments. As a result, marketers have made many strategic decisions without the benefit of timely external insights. But as we argued in our recent HBR article, " How Gen AI is Transforming Market Research," gen AI is transforming the collection, creation, and analysis of consumer and market insights-the lifeblood of strategic marketing. We're not alone in making that argument: Since our article's publication, for example, both Andreesen Horowitz and Foundation Capital have published investment theses predicting that gen AI will dramatically transform the $140 billion global market-research industry."
"Jeremy Korst is the founder of Mindspan Labs, an AI-transformation consultancy and incubator. He previously held senior executive roles at Microsoft and T-Mobile. He also serves as partner at GBK Collective, which provides strategic insights to global brands. He is a co-author of the Wharton School's annual study on enterprise AI adoption. is a professor of marketing at the University of Pennsylvania's Wharton School and is the co-director of Stefano Puntoni Wharton Human-AI Research. He is one of the leading behavioral scientists studying the business applications of AI. Olivier Toubia is a professor of marketing at Columbia Business School and a recognized leader in the field of quantitative marketing."
Custom market research has historically been slow and expensive, often taking months and large investments. Marketers frequently made strategic decisions without timely external insights. Generative AI is changing how consumer and market insights are collected, created, and analyzed, enabling faster, cheaper, and more scalable insight generation. Major investors such as Andreessen Horowitz and Foundation Capital foresee substantial disruption across the $140 billion global market-research industry. Industry leaders and academics hold roles bridging AI transformation, enterprise AI adoption, behavioral science of AI applications, and quantitative marketing expertise, signaling cross-disciplinary momentum in applying AI to market research.
Read at Harvard Business Review
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